New Year’s resolution for marketers

Here is the one key thing to do: Choose one customer segment to focus your marketing efforts on.

The problem that I usually come across, when advising companies, is that they do not have a suitable target customer.

Often, they try to sell to everyone. I get it – they want to sell as much as possible.

The problem is that, without a clear idea of who we are trying to sell to, we can only develop a product that is good enough, rather than one that will truly satisfy the customer.

Also, without a clear target customer, we do not know which is the best advertising channel to reach them, or where to place our stores, or how much they are prepared to pay. As a result, we end up wasting resources.

So, in 2017, if you want to be better than good enough, and if you do not want to waste your time or resources, than stick to one simple New Year’s resolution: choosing one customer segment to focus your marketing efforts on.